Ad Traders
Articles By Ad
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OPINION: Data-Driven ThinkingA New Model for Ad Buying Products
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Mario Diez is CEO of quadrantONE, a joint venture of Tribune Company, Gannett, Hearst and The New York Times Company, which offers exclusive ad inventory on news and information sites across U.S. local […]
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OPINION: Data-Driven ThinkingThe Digital Ad Industry Needs To Innovate For Consumers
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. David Levy is co-founder of SocialVibe, a digital advertising technology company. Jerry Neumann posed a question on AdExchanger the other day that should strike a chord with anyone who works in media and […]
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OPINION: Data-Driven ThinkingAdvertising Impact - Not 'Attribution'
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Elizabeth Zalman is co-Founder at Media Armor, a mobile advertising technology company. “The more complex societies get and the more complex the networks of interdependence within and beyond community and national borders get, […]
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The Ethical Issues with 3rd Party Behavioral Tracking
“The Debate” is a column focused on the current debate around ad targeting and consumer privacy. Last week, executives in the digital ad ecosystem provided their thoughts about online behavioral advertising and, specifically, “If a consumer asked you ‘Why is tracking good?’, what would you say?” Read it. Today, TRAFFIQ Chief Product Officer Eric Picard […]
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OPINION: Data-Driven ThinkingThe Faulty Comparison of Analog Dollars to Digital Dimes
“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Matt Shanahan, SVP of Strategy for Scout Analytics. The comparison of “analog dollars” to “digital dimes” is often an attempt to explain that paltry digital revenue is coming from […]
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What Is The Future For Display Advertising?
Often, a question doesn’t have an easy answer in the digital advertising business. This is a column devoted to an answer to a single question or topic – and providing a bit of space for it. Today’s participant is Dave Morgan, who is CEO of Simulmedia, an ad technology company focused on the addressable television […]
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The Mobile Publisher Conundrum: Native Apps Or Browser-Based?
Now Serving Mobile” is a column focused on the audience-buying opportunity in mobile advertising. Eric Brown is co-founder of mobile display advertising company Media Armor. Almost a year ago as part of a survey on the mobile industry, Michael Nevins outlined the display advertising channel. The fuss in mobile most recently has had a particular […]
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What Are The Characteristics Of The Ideal Startup Employee?
Often, a question doesn’t have an easy answer in the digital advertising business. This is a column devoted to an answer to a single question or topic – and providing a bit of space for it. Today’s participant is George John is CEO of Rocket Fuel, Inc., an online advertising network. He recently answered the […]
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OPINION: The Sell SiderA Publisher View on Real-Time Bidding Today
“The Sell-Sider” is a column written by the sell-side of the digital media community. Tyler Fitch is Director of Yield Management at Mindjolt, an online games company. The following has been building up for months after seeing article after article of DSP execs saying that publishers are wrong and should open up their all their […]
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What Is The Impact Of The Private Exchange World Today?
Often, a question doesn’t have an easy answer in the digital advertising business. This is a column devoted to an answer to a single question or topic – and providing a bit of space for it. Today’s participant is Matt Greitzer is Co-Founder and COO of Accordant Media, media buying and optimization company. He recently […]
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If You're A Publisher Today, What Are Your Data And Ad Exchange Strategies?
Often, a question doesn’t have an easy answer in the digital advertising business. This is a column devoted to an answer to a single question – and providing a bit of space for it. Today’s participant is Scott Knoll, President, Datran Media’s Aperture business. He recently answered the following question during a conversation with AdExchanger.com… […]
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Regarding Misconceptions About Data For Ad Targeting
Jason Lynn is Chief Strategy Officer of interclick, an online advertising company. Lynn is responding to Hooman Radfar of Clearspring who authored a One Question piece recently – “What Is The Biggest Misconception About The Use Of Data For Ad Targeting?“… Leaders in the data targeting business uttered a collective ‘Amen’ to Hooman Radfar’s assertion […]
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DMP: The Democratic Media Platform
“The Debate” is a column focused on the current debate around ad targeting and consumer privacy. Today’s article is written by Jeff Hirsch, President and CEO, AudienceScience, an online advertising technology company. I hear and read a lot these days about the democratizing power of the Internet. It’s a great issue. Some pundits say entire […]
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What Is The Biggest Misconception About The Use Of Data For Ad Targeting?
Often, a question doesn’t have an easy answer in the digital advertising business. This is a column devoted to an answer to a single question – and providing a bit of space for it. Today’s participant is Hooman Radfar, CEO of Clearspring, which provides content sharing platform AddThis. He recently answered the following question during […]
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Understanding Video in a Display World
“The Video Audience” is a column written by members of the media community and focused on the evolving world of online video advertising. Today’s column is written by Cynthia Butler, Publisher Integration Engineer at Denver-based, SpotXchange, a video advertising technology company. I’ll give you two differences between display and video advertising: technology and people. Some […]
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One Question: Do You Think An Agency Trading Desk Can Be Successful?
Often, a question doesn’t have an easy answer in the digital advertising business. This is a new column devoted to an answer to a single question – and providing a bit of space for it. Today’s participant is Hooman Radfar, CEO of Clearspring, which provides content sharing platform AddThis. He recently answered the following question […]
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OPINION: Data-Driven ThinkingWhy All Advertising Will Be Social – Navigating the Social Brand Map
“Data Driven Thinking” is a column written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rob Leathern, CEO of XA.net. XA.net’s optim.al is a Social Media Ad Platform. Names and signs were very much what early advertising was about: in the Middle […]
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AdKeeper Goes From Private Beta To Public; Meeker On Mobile; Paywalls And AdWalls
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Worth Keeping? AdKeeper has exited private beta and is now public. The startup launched by About.com founder Scott Kurnit this past fall with over $40 million in funding, is betting that consumers want an interactive ad clipping service. Media buyers have been a little […]
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Cost vs. Value: Third-Party Targeting Data in the Demand-Side-Platform And Exchange Landscape
“Ad Agents” is a column written by the agency-side – and those servicing it – of the digital media community. Aaron Reinitz is Supervisor, Brand Relations, VivaKi Nerve Center – part of Publicis Groupe. In display media, direct response tactics are gaining momentum toward the concept of audience buying. This approach, reliant on cookie-based targeting […]
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OPINION: Data-Driven ThinkingWhy DSPs Are Not Enough
“Data Driven Thinking” is a column written by members of the media community and contains fresh ideas on the digital revolution in media. Eric Bamberger, SVP, Performance Marketing Group, SearchIgnite, a unit of Dentsu’s Innovation Interactive. 2010 was a banner year for the Display industry – no pun intended. Truthfully, Display has made a remarkable […]
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RTB For Display Growing At More Than 2x In U.S. Says Forrester; Akamai's Kenny Joins Yahoo! Board; MediaMath Takes Dip In Private Pool
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The RTB Market, More Landscape Fun Forrester Consulting has released its take on the real-time biddable market for display advertising in a study sponsored by AdMeld. Among the findings from Forrester, “We expect U.S. RTB spending to more than double to $823 million- or […]
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Visa Adds Digital, Data-Driven Asset; MediaMind Reports Earnings; Facebook's New Retargeting
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Visa Adds Digital, Data-Driven Asset It’s not quite ad tech, but it’s the game of big data as virtual goods monetization has turned into a multibillion-dollar industry. It was only a matter of time before the credit card companies step in. Visa has acquired […]
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Aol's Hot Document; More Microsoft Acquisition, Exchange Bytes; The IPOs Continue With Velti
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Aol’s Hot Document Yesterday, prior to this morning’s Aol Q4 2010 earnings release hits the wires, Business Insider’s Nicholas Carlson was able to get his hands on CEO Tim Armstrong’s 58-page “master plan” – aka “The AOL Way” – for turning the company’s content […]
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OPINION: Data-Driven ThinkingDude... Would You Please Quit It With The Financial Markets Jargon Already?
“Data Driven Thinking” is a column written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Soloff, CEO, Metamarkets, a publisher analytics company. During the summer of 2008, I was having one of those NY business breakfasts – the kind of meal […]
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Counterpoint: In Review, The Business Models And Objectives Are Quite Different
“Networking” is written by members of the online advertising network community. Today’s counterpoint column is written by Jacob Ross is Senior Director, Advertising Platforms, Demand Media Big news on both eBay and Microsoft today, and Eric Franchi did a great job of surfacing the importance of the news. However, it’s misleading to compare these two […]
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Representation Vs. Automation
“Networking” is written by members of the online advertising network community. Today’s column is written by Eric Franchi, Co-Founder and SVP, Business Development, Undertone. Two interesting and significant pieces of news in the display advertising space came out on Monday morning, January 31st. Ecommerce giant eBay announced a change in strategy from its current monetization […]
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Analyzing Facebook Ad Business; L.A. Tech Fever; AdBrite And BrightRoll Add Pre-Roll RTB
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Facebook’s Ad Haul ”2010 was the year that Facebook firmly established itself as a major force not only in social network advertising but all of online advertising,” says eMarketer principal analyst Debra Aho Williamson, noting that the social net should hit $2.19 billion in […]
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Aol Under The Ad Microscope; Seeking Alpha Paying Alpha; Marketers Turning To Publishing Model?
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AOL Agonistes There is something about AOL’s mystique that seems to attract a lot of deep thinking and furrowed brows about its future. The company, which has been around almost as long as the modern Internet, has gone through many faces and phases: Internet […]
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Let The Consumer Decide
“The Debate” is a column focused on the current debate around ad targeting and consumer privacy. Today’s article is written by Zach Coelius, CEO, Triggit. As the debate about the use of user data or “privacy” on the Internet swirls around us, a cacophony of voices are yelling that unless we adopt their policies the […]
